Navigating from programme loyalty to company loyalty
Loyalty programmes build attitudinal loyalty towards the loyalty programme, but not necessarily towards the company brand. This research answers the question, “How do customers navigate from programme loyalty to company loyalty?” by uncovering three mediating processes. The first process shows that...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2018-09-01
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| Series: | IIMB Management Review |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S097038961830034X |